Witwatersrand University (WITS): Wits Box Boy

The Challenge for Saatchi & Saatchi Johannesburg: Convince high school students to study for a degree at The University of the Witwatersrand (WITS).The Thinking: Most school leavers intend studying after high school. However, they often don’t. Firstly, because they’re not sure what they want to do. Secondly, because they lose ambition. The truth is, those with degrees can open doors others can’t.The Solution: We created computer games and placed them on sites where high school students can download free games. At first the games seem exciting. But players soon realise they can’t achieve much in the game, just like in a real dead-end job. After quitting the game, a banner appears with a link to the WITS website.